Search Advertising

Keywords

Learning Outcome

5

Use keywords to reach the right audience

4

Identify factors in keyword research

3

Know how keywords trigger ads

2

Learn match types (broad, phrase, exact, negative)

1

Understand keywords in Google Ads

Understanding Keywords Through a Library System

Pandit Shivram was a librarian in Pune for 30+ years

When a student asked for a “business” book, Shivram asked questions instead of giving any book

Which topic: marketing, finance, or entrepreneurship?

Beginner or advanced level?

Indian or international author?

Understanding Keywords Through a Library System

Shivram had a master catalogue system — every book was tagged with specific words

Marketing

  1. Marketing
  2. Advertising
  3. Branding

A student searching “marketing” finds books tagged with that exact word

Business Growth

  1. Growth Strategy
  2. Business Expansion
  3. Scaling

A student searching “business growth” finds books tagged with related words

Cooking

  • A student searching “cooking” sees no business books in the results

Understanding Keywords Through a Library System

Shivram maintained a “Do Not Show” list to filter out outdated, irrelevant, and off-topic books

Keywords in Google Ads work like Shivram’s catalogue—connecting the right user to the right ad.

Match types control reach, and negative keywords block the wrong audience

Moral

How Keywords Impact Real Ad Performance

Arvind runs a pest control business called CleanHome Services in Bangalore.

He started his first Google Ads Search Campaign with one keyword — "pest control" — on Broad Match

Within a week, his ₹15,000 budget was completely exhausted.

But he got only 3 calls — and zero conversions

How Keywords Impact Real Ad Performance

When he checked the Search Terms Report, he was shocked:

pest control movie review

DIY pest control products

pest control business for sale

pest control course online

His ad had shown for searches like:

None of these were his customers.

He was paying for completely irrelevant clicks

How Keywords Impact Real Ad Performance

His digital marketing consultant stepped in and restructured his keyword strategy:

Changed "pest control" from Broad Match → Phrase Match → "pest control"

01

Pest Control

Added Exact Match keywords → [pest control services in Bangalore], [cockroach pest control Bangalore]

02

How Keywords Impact Real Ad Performance

Added Negative Keywords → movie, course, DIY, products, business for sale, jobs

03

Added Long-tail keywords → "affordable pest control for apartments in Bangalore"

04

How Keywords Impact Real Ad Performance

Result?

In the next month with the same ₹15,000 budget — Arvind got 47 qualified calls and a CPA of ₹319.

Moral: 

Right keywords bring the right customers at the right cost; wrong keywords waste budget.

What are Keywords in Google Ads?

Keywords are words/phrases advertisers choose so their ads appear when users search similar terms

Example: 

User search

“buy shoes online in Mumbai”

Ad Can Show

Buy shoes online in Mumbai

Best Deals On Shoes - Shop Now !

www.example.com

Keyword

“buy shoes online”

What are Keyword Match Types?

Broad Match

  • Shows ads for related searches (synonyms, variations)

  • High reach, low control

Example:
Keyword: men’s shoes
Shows for: sports shoes, sneakers for men

Phrase Match (" ")

  • Shows ads when search includes the keyword in same order

  • Medium control and reach

Example:

Keyword: "digital marketing course"
Shows for: best digital marketing course in India

What are Keyword Match Types?

Exact Match ([ ])

  • Shows ads only for same or very close meaning

  • High control, low reach

Example: Keyword: [buy laptop]
Shows for: buy laptop
Not for: cheap laptop deals

Negative Keywords

  • Prevent ads from showing for unwanted searches

  • Saves budget

Example:

If you sell paid courses → add free as negative
So ad won’t show for: free digital marketing course

What to look for during Keyword Research:

Search Volume

  • How many people search for this keyword per month?

Example: “shoes” = high volume

Competition

  • How many advertisers are bidding on this keyword?

Example:  High competition = harder to rank

CPC (Cost Per Click)

  • How much does it cost per click for this keyword?

Example: “insurance” = expensive keyword

What to look for during Keyword Research:

Keyword Intent

  • Is this keyword informational, commercial, or transactional?

Example: “buy phone” = high intent

  • Informational → learning

  • Transactional → buying

Relevance: 

  •  Is this keyword directly relevant to your product/service?

Example: Pest control business should not target “pest control jobs”

Summary

5

Right keywords = better results

4

Long-tail keywords improve conversions

3

Negative keywords avoid waste

2

Match types control ad visibility

1

Keywords connect users to ads

Quiz

Priya uses the phrase match keyword "home interior design" in her Google Search Ad. Which search query will show her ad?

A. Interior home tips and decoration ideas

B. Best home interior design services in Mumbai

C. Design tips for modern offices

D. Home renovation contractors near me

Quiz

Priya uses the phrase match keyword "home interior design" in her Google Search Ad. Which search query will show her ad?

A. Interior home tips and decoration ideas

B. Best home interior design services in Mumbai

C. Design tips for modern offices

D. Home renovation contractors near me